Consumers are turning to online to buy headphones and promotion offers are driving soundbar sales especially when a consumer’s shops for a new TV a new international research study has revealed.

According to Futuresource Consulting the two boggiest online sites for headphone purchases are Amazon and Apple and at a local level JB Hi Fi.

As for consumers that walk into a retail store the Futuresource research study claimed that product demonstrations play a significant role in the purchase journey, with over half of respondents seeing a demonstration before buying their headphones.

The vast majority of these consumers purchased from the same store where they saw the demonstration.

“This highlights the need for retailers to offer engaging and informative demonstrations to drive sales” claims the research, Company.

Prior to making a purchase decision consumers look to a range of resources when researching their audio technology purchases.

Two of the biggest deciders are word of mouth endorsement and online reviews with trusted reviewers being the most influential in the final decision-making process.

This underscores the importance of maintaining a strong online presence and obtaining a favourable review.

Tom Bartlett, Insights Analyst, Futuresource Consulting claimed “For brands and retailers, these insights go beyond the quantitative analysis, revealing the underlying trends that shape future markets. And when it comes to personal audio, the emotional connection is even stronger.”

The research study conducted earlier this year revealed that online shopping dominated the purchase phase, with nearly three-quarters of respondents buying their headphones online. Convenience and better deals or promotions were cited as the primary drivers for online purchases, while the ability to see the product in person remains a key motivator for in-store purchases.

As a result, omnichannel strategies continue to play a key role. Retailers must ensure a seamless online shopping experience, while also providing opportunities for in-store demonstrations to cater to both preferences.

Amazon and Apple are among the top retailers for audio tech purchases, with Amazon leading in the USA, UK, France and Germany, and Apple being the top choice in China.

Brand Trustworthiness and price are the most important factors for consumers when choosing a retailer, with around 80% of respondents rating these factors as crucial.

Additionally, most consumers had a specific retailer in mind before initiating their research, often due to previous positive experiences and competitive pricing.

“Nine in every ten consumers ended up buying from one of the retailers they had in mind before they even started their purchase journey,” says Bartlett.

“This underlines the importance for retailers of being top of mind at all times.

Consumers that chose to switch, often said they saw a better price or promotion elsewhere. O

“Our research shows a clear need for brand salience, as well as balancing intangible and emotional brand values with tangible economic value.”

In Australia, one message is clear for CE retailers claims a local research source “Product training is poor and retailers need to lift their game if they want consumers to keep coming back”.

The Futuresource research study also shows that product demonstrations play a significant role in the purchase journey, with over half of respondents seeing a demonstration before buying their headphones.

In the soundbar market a third of consumers looking for a TV said that they first saw their soundbar while shopping for a TV.

In addition, four in ten of those who own both a TV and a soundbar purchased the two items together, and around half own the same brand of both.

“Most people are purchasing their soundbars as part of a promotion, often alongside their TV purchase,” says Bartlett.

“71% of those who bought their TV and soundbar together received a deal on their soundbar, whether it was included with the TV or offered at a discount when purchased together.”

Futuresource also notes that, although online is still the preferred channel for soundbar purchasing, the split between online and in-store is less pronounced than for headphones.

This highlights the value of seeing the product before purchase, particularly through in-store demonstrations, which was cited by 45% of soundbar owners.
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